In his Brands-Only Summit presentation, Harman International Industries' Dave Spinato shares how they are managing a global social media strategy across all their brands. He talks about their nine key principles and the tools they're using to globally manage their social media strategy.

1. Managing a global social
media strategy across brands
DAVE SPINATO
HARMAN INTERNATIONAL
INDUSTRIES
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

3. DAVE SPINATO
GLOBAL DIRECTOR, DIGITAL AND SOCIAL MEDIA
@DazzlingDave

4. WHO IS HARMAN?
WE ARE A PORTFOLIO OF BRANDS
16 BRANDS,
3 DIVISIONS,
PRODUCTS, SERVICES TECHNOLOGIES

5. WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

6. WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

7. OUR APPROACH
MANAGING SOCIAL MEDIA GLOBALLY
GLOBAL TEAM
LOCAL TEAM
1. Own the Strategy -
Customize as needed.
2. Create the Tools and
support system to help
your local markets
succeed.
3. Own the communication
process.
1. EXECUTION
2. TRANSLATION
LOCALIZATION
3. LOCAL LAWS
4. REPORTING
ANALYTICS
(based of provide
template)

8. WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

9. TOOLS
PLAYBOOK
WHAT IS IT?
• A SOCIAL MEDIA “BIBLE” FOR EACH
BRAND
• A TOOL THAT KEEPS US FOCUSED
ON WHAT’S RIGHT FOR THE
AUDIENCE + FOR THE BRAND ON
SOCIAL
WHY IS IT IMPORTANT?
• ENSURES CONSISTENCY OF
MESSAGING + TONE
• KEEPS US FOCUSED ON OUR GOALS
• HELPS TO FILTER WHAT’S RIGHT FOR
SOCIAL PER BRAND

10. TOOLS
CALENDAR – GLOBAL LOCAL

11. TOOLS
CONTENT GUIDES
WHAT IS IT?
• GUIDELINES BEST PRACTICES FOR HOW
TO EXECUTE ON A PROGRAM
• MESSAGING + POSTING
RECOMMENDATIONS
• CONTENT COLLECTION RECOMMENDATIONS
WHY IS IT IMPORTANT?
• EVERYONE IS ON THE SAME PAGE FOR
WHAT IS GOING LIVE WHEN
• ACTIONS ARE DISPLAYED IN A VERY CLEAR
CADENCE.

12. TOOLS
REPORTING
WHAT IS IT?
• MONTHLY REPORT
ANALYZING HOW WE ARE
TRACKING AGAINST OUR
GOALS AND STRATEGIC
PILLARS
WHY IS IT IMPORTANT?
• APPLE TO APPLES
REPORTING FOR GLOBAL
COHESION
• ANALYSIS + OPTIMIZATION
• KEEPS US FOCUSED ON OUR
GOALS

13. TOOLKIT
CONTENT HUB
WHAT IS IT?
• A DIGITAL GLOBAL HUB THAT
IS ACCESSIBLE TO
INTERNAL TEAMS AND
EXTERNAL PARTNERS.
WHY IS IT IMPORTANT?
• CENTRAL LACTATION THAT
IS A ONE STOP SHOP FOR
HOUSING THE LATEST
STRATEGIES, STYLE
GUIDES, CULTURAL
CALENDARS, TOOLKITS AND
CONTENT

14. WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

15. TAKEAWAYS
9 KEY PRINCIPLES:
1. ADD VALUE. EVERYONE IN THE GROUP IS A SPECIALIST SO ITS
IMPERATIVE WE SHOW IT
2. THINK GLOBAL FIRST (WHAT WORKS IN THE US MAY NOT WORK IN
LAOCAL MARKETS
3. CONSTANTLY INSERT YOURSELF INTO THE CONVERSATION.. MAKE
SURE SOCIAL AND DIGITAL IS BEING ACCOUNTED FOR..
4. ASK FOR FEEDBACK SO YOUR LOCAL MARKET HAS SKIN IN THE
GAME (NOBODY LIKE TO BE TOLD WHAT TO DO)
5. GLOBAL COHESION IS KEY (FROM CREATIVE TO ANALYTICS)!
6. HOLD A HIGH STANDARD AROUND THE WORLD
7. GROUND PEOPLE (EVERYONE THINKS THEY’RE A SOCIAL MEDIA
EXPERT).
8. CREATE CONTENT THAT CAN EASILY BE LOCALIZED (CULTURE MAY
VARY BY COUNTRY BUT PRODUCT AND FEATURES WILL NOT)
9. TALK! WEBEX, SKYPE! WEEKLY/BI-WEEKLY MEETINGS.

16. WHAT WILL WE DISCUSS TODAY?
TOPICS TO COVER
1. OUR APPROACH TO MANAGING SOCIAL MEDIA GLOBALLY
2. TOOLKITS – PLAYBOOKS, CALENDARS, CONTENT GUIDES, REPORTING
AND CONTENT HUB
3. TAKEAWAYS
4. QA

17. QA

18. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014